As a member of the latter part of the baby boomer generation, I remember Schlitz beer from my high school days. I don't remember much about it except for the jingle - you know - "When you're out of Schlitz, you're out of beer....". At one time, Schlitz was the most popular beer in the country, pre and post-Prohibition. Unfortunately for the company, they messed around with the formula in the 80's and basically ruined the beer. People stopped buying it, and it eventually just went away. Now owned by Pabst, the original formula has been found, and the brewer is bringing it back from the dead. I think they're hoping that nostalgia will create a market for it again. I think they might be right - I think there will be a market for it at first - folks who used to drink Schlitz are going to want to try it again. I know I'll probably give it a shot when it makes its way to Central Florida. I also know that beer tastes have evolved, and it may not make it in these craft beer times. Only time will tell. In the mean time, here's a classic Schlitz commercial:
And here's the jingle that I remember. I know, I'm dating myself.